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For companies that intend to respond to the modern conscious consumers' needs, a great competitive advantage is played on the ability to incorporate sustainability messages in marketing communications. The aim of this paper is to address this important priority in the web context, building a semantic algorithm that allows content managers to evaluate the quality of sustainability web contents for search engines, considering the current semantic web development.

Following the Design Science (DS) methodological approach, the study develops the algorithm as an artefact capable of solving a practical problem and improving the operation of content managerial process.

The algorithm considers multiple factors of evaluation, grouped in three parameters: completeness, clarity and consistency. An applicability test of the algorithm was conducted on a sample of web pages of the Google blog on sustainability to highlight the correspondence between the established evaluation factors and those actually used by Google.

Studying content marketing for sustainability communication constitutes a new field of research that offers exciting opportunities. Writing sustainability contents in an effective way is a fundamental step to trigger stakeholder engagement mechanisms online. It could be a positive social engineering technique in the hands of marketers to make web users able to pursue sustainable development in their choices.

This is the first study that creates a theoretical connection between digital content marketing and sustainability communication focussing, especially, on the aspects of search engine optimization (SEO). The algorithm of “Sustainability-contents SEO” is the first operational software tool, with a regulatory nature, that is able to analyse the web contents, detecting the terms of the sustainability language and measuring the compliance to SEO requirements.

Universities play an important role in the promotion and implementation of the 2030 Agenda for Sustainable Development. This study aims to examine the visibility of information about the Sustainable Development Goals (SDGs) on the websites of Spanish and major international universities, by means of a quantitative and qualitative analysis with an online visibility management platform that makes use of big data technology.

The Web visibility of the universities studied in relation to the terms “SDG”, “Sustainable Development Goals” and “2030 Agenda” was determined using the SEMrush tool. Information was obtained on the number of web pages accessed and the queries formulated (query expansion). The content indexed by Google for these universities was compiled, and finally, the search engine optimization (SEO) factors applicable to the websites with the highest Web visibility were identified.

The universities analysed are content creators but do not have very high Web visibility in Web searches for information on the SDGs. Of the 98 universities analysed, only four feature prominently in search results.

Although research exists on the application of SEO to different areas, there have not, to date, been any studies examining the Web visibility of universities in relation to Web searches for information on the 2030 Agenda. The main contributions of this study are the global perspective it provides on the Web visibility of content produced by universities about the SDGs and the recommendations it offers for improving that visibility.

Given that online search visibility is influenced by various determinants, and that influence may vary across industries, this study aims in investigating the major predictors of online search visibility in the context of blood banks.

To formalize the online visibility, the authors have found theoretical foundations in activity theory, while to quantify online visiblity the authors have used the search engine optimization (SEO) Index, ranking, and a number of visitors. The examined model includes ten hypotheses and was tested on data from 57 blood banks.

Results challenge shallow domain knowledge. The major predictors of online search visibility are Alternative Text Attribute (ALT) text, backlinks, robots, domain authority (DA) and bounce rate (BR). The issues are related to the number of backlinks, social score, and DA. Polarized utilization of SEO techniques is evident.

The methodology can be used to analyze the online search visibility of other industries or similar not-for-profit organizations. Findings in terms of individual predictors can be useful for marketers to better manage online search visibility.

The acute blood donation problems may be to a certain degree level as the information flow between donors and blood banks will be facilitated.

This is the first study to analyze the blood bank context. The results provide invaluable inputs to marketers, managers, and policymakers.

As a relatively new computing paradigm, crowdsourcing has gained enormous attention in the recent decade. Its compliance with the Web 2.0 principles, also, puts forward unprecedented opportunities to empower the related services and mechanisms by leveraging humans’ intelligence and problem solving abilities. With respect to the pivotal role of search engines in the Web and information community, this paper aims to investigate the advantages and challenges of incorporating people – as intelligent agents – into search engines’ workflow.

To emphasize the role of the human in computational processes, some specific and related areas are studied. Then, through studying the current trends in the field of crowd-powered search engines and analyzing the actual needs and requirements, the perspectives and challenges are discussed.

As the research on this topic is still in its infancy, it is believed that this study can be considered as a roadmap for future works in the field. In this regard, current status and development trends are delineated through providing a general overview of the literature. Moreover, several recommendations for extending the applicability and efficiency of next generation of crowd-powered search engines are presented. In fact, becoming aware of different aspects and challenges of constructing search engines of this kind can shed light on the way of developing working systems with respect to essential considerations.

The present study was aimed to portrait the big picture of crowd-powered search engines and possible challenges and issues. As one of the early works that provided a comprehensive report on different aspects of the topic, it can be regarded as a reference point.

Role of digital channels in car buying has increased manifold and consumers are making significant use of various digital channels throughout the decision-making process. However, there are very less number of studies available if one wishes to understand the specific reason(s) for the use of a particular digital channel of communication. This study deals with the identifications of the reason(s) leading towards the usage of particular digital channel of communication while buying a car.

Quantitative methodology was adopted for the study. A total of 10 digital channels namely the websites, social networking sites, YouTube, Smartphones, Online communities, Digital TV, Digital Outdoors, e-mails and others were considered in the study. Data was collected from 603 car buyers from Delhi using digital channels of communication.

The results of the study revealed that Website and YouTube were used for being compatible. Social networking sites, smartphones, digital outdoors and e-mails were used for being informative. Online communities were used for offering customers and experts' reviews. Digital TV was used for being easy to use.

The study considers the respondents from Delhi only. A more representative sample covering various parts of the country would offer more relevant results for the marketers as digital divide existing between rural and urban India cannot be simply ignored.

The study reveals that car buyers are making ample usage of digital channels wherein website is the most used digital channel and smartphones are the most used digital devices used by the car buyers.

Study also reveals that car buyers might use search engines to reach the marketer's website, so effective search engine optimization (SEO) strategies should be adopted. Important keywords used in the search engines should be used in the website as well as in the links.

Majority of the available studies use digital as an umbrella term for myriad digital channels. So understanding about the usage of specific channel of communication remains an under-researched area. Such understanding strengths and broadens the existing knowledge about technology mediated consumer behaviour especially in extended problem-solving product category.

This exploratory study aims to help contribute to the understanding of online information search behaviour of PhD students from different humanities fields, with a focus on subject searching.

The methodology is based on a semi-structured interview within which the participants are asked to conduct both a controlled search task and a free search task. The sample comprises eight PhD students in several humanities disciplines at Linnaeus University, a medium-sized Swedish university from 2020.

Most humanities PhD students in the study have received training in information searching, but it has been too basic. Most rely on web search engines like Google and Google Scholar for publications' search, and university's discovery system for known-item searching. As these systems do not rely on controlled vocabularies, the participants often struggle with too many retrieved documents that are not relevant. Most only rarely or never use disciplinary bibliographic databases. The controlled search task has shown some benefits of using controlled vocabularies in the disciplinary databases, but incomplete synonym or concept coverage as well as user unfriendly search interface present hindrances.

The paper illuminates an often-forgotten but pervasive challenge of subject searching, especially for humanities researchers. It demonstrates difficulties and shows how most PhD students have missed finding an important resource in their research. It calls for the need to reconsider training in information searching and the need to make use of controlled vocabularies implemented in various search systems with usable search and browse user interfaces.

This study demonstrates that aggregated data from the Repository Analytics and Metrics Portal (RAMP) have significant potential to analyze visibility and use of institutional repositories (IR) as well as potential factors affecting their use, including repository size, platform, content, device and global location. The RAMP dataset is unique and public.

The webometrics methodology was followed to aggregate and analyze use and performance data from 35 institutional repositories in seven countries that were registered with the RAMP for a five-month period in 2019. The RAMP aggregates Google Search Console (GSC) data to show IR items that surfaced in search results from all Google properties.

The analyses demonstrate large performance variances across IR as well as low overall use. The findings also show that device use affects search behavior, that different content types such as electronic thesis and dissertation (ETD) may affect use and that searches originating in the Global South show much higher use of mobile devices than in the Global North.

The RAMP relies on GSC as its sole data source, resulting in somewhat conservative overall numbers. However, the data are also expected to be as robot free as can be hoped.

This may be the first analysis of aggregate use and performance data derived from a global set of IR, using an openly published dataset. RAMP data offer significant research potential with regard to quantifying and characterizing variances in the discoverability and use of IR content.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-08-2020-0328

Websites are the most important element of company strategy in the digital space. Therefore, establishing strategic management of online business is essential to improve firm connectedness and competitiveness and to achieve global company reach. This paper aims to propose the analysis of technical and content quality of websites to identify the main weaknesses and strengths of online business.

An innovative measurement instrument called IWebQEI is designed to measure web quality level. This instrument is validated with data from 104 international companies. The results are used to verify whether there are quality differences between informative and e-commerce websites.

The main findings indicate that e-commerce websites achieve greater levels of technical and content quality than informative sites, and companies implementing e-commerce pay more attention to the content quality dimension. In contrast, companies using an informative website are more focused on the technical quality dimension. Based on these results, practical insights are offered to improve the strategic management of e-commerce.

Few studies have focused on analysing the technical and content quality of websites to identify the main weaknesses and strengths of online business. The results offer important theoretical and practical contributions for companies on how to manage their website to improve firm connectivity and competitiveness.

Los sitios web son el elemento más importante de la estrategia digital de la compañia. Una gestión estratégica del negocio online es esencial para mejorar su conectividad, competitividad y para conseguir su alcance global. Este trabajo propone el análisis de la calidad técnica y de contenido de sitios web para identificar las principales debilidades y fortalezas del negocio online.

Para medir el nivel de calidad web, se ha diseñado un innovador instrumento de medición, denominado IWebQEI. Este instrumento se valida con datos de 104 empresas internacionales. Los resultados se utilizan para comprobar si existen diferencias de calidad entre las webs informativas y los e-commerce.

Las resultados indican que los e-commerce alcanzan mayores niveles de calidad técnica y de contenido que las webs informativas, y las empresas que implementan un e-commerce prestan más atención a la calidad de contenido. En cambio, las empresas que implementan una web informativa se centran más en la calidad técnica. A partir de estos resultados se ofrecen ideas prácticas para mejorar la gestión estratégica del e-commerce.

Pocos estudios analizan la calidad técnica y de contenido de los sitios web para identificar las principales debilidades y fortalezas del negocio online. Los resultados ofrecen importantes contribuciones teóricas y prácticas sobre cómo gestionar los sitios web para mejorar la conectividad y la competitividad de la compañia.

企业网站是公司在数字空间中战略的最重要元素。因此, 建立在线业务本身的战略管理对于提高公司的连通性和竞争力以及实现公司的全球影响力至关重要。本文提出对企业网站的技术和内容质量进行分析, 以确定在线业务的主要弱点和优势。

设计了一个创新的测量仪器, 称为IWebQEI, 用于测量网络质量水平。该仪器通过104家国际公司的数据进行验证。结果被用于检查信息网站和电子商务网站之间是否存在质量差异。

主要研究结果表明, 总体而言, 电子商务网站的技术质量和内容质量水平高于信息类网站, 实施电子商务的公司更注重内容质量维度。相比之下, 实施信息型网站的公司则更注重技术质量维度。基于这些结果, 为改进电子商务的战略管理提供了实际的见解。

以前的研究很少关注分析企业网站的技术和内容质量, 以确定在线业务的主要弱点和优势。研究结果为企业提供了重要的理论和实践贡献, 即如何管理企业网站以提高公司的连通性和竞争力。

The objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers' multirooming behavior (searching for information in online and offline channels and purchasing the product online).

The problem-solving theory and experiential marketing perspective are the theoretical background that enables the establishment of five hypotheses. A survey is conducted on multiroomers who had purchased a product online, following an online and offline research journey.

The results showed that OCJD directly and indirectly (through online consumer experience) influences e-satisfaction. Females and younger individuals exhibited higher levels of e-satisfaction.

First, this research analyzes consumers' multichannel search strategies. Second, the consumer journey is incorporated into the study of multichannel retailing. Third, an emergent typology of cross-channel free-riding behavior is analyzed: multirooming.

The purpose of this paper is to identify what attention science pays to CSR communication for the process of career orientation and employer decision-making by the critical sought after top talent.

The review is structured as a systematic literature review of the CSR–HRM intersection. In 11 EBSCO online databases one of several “CSR-terms” was combined with one of several “HRM-terms”.

Although CSR has long been recognized as a relevant factor for organizational attractiveness (Greening and Turban, 2000) and talent attraction and its importance is reflected in the ongoing “war for talent” (Chambers et al., 1998) in which (prospective) leaders are considered a critical human resource for corporate success (Ansoff, 1965), few contributions are focusing on successfully recruited future leaders/high potentials.

There is a knowledge gap about the importance of CSR in high potential recruiting, which influences both resource-strong decisions on the company side and the communication behavior of applicants. Companies only know about a general CSR relevance for employees and applicants. Accordingly, no attention-optimized CSR communication can take place. In the highly competitive battle for the attention of high potentials, this leads to undifferentiated communication formats. At the same time, high potentials may not receive the CSR information of interest to them from an employer at the relevant time and therefore cannot present an optimal fit in the cover letters and thus cannot prove themselves as ideal candidates.

CSR is not only an obligatory field of communication for companies, but also a special opportunity in recruiting the young value-oriented generations Y and Z. The research on CSR communication in the course of their career decision has not been covered in a review so far, the research situation is thus explicitly addressed for the first time and practical implications for the post COVID-19 employer brand and recruiting communication are addressed.